Communications
2000: A vision for government communications in South Africa (Comtask
Report)
<Index>
Recommendations: Personnel
and Training
Creating a
professional stream of communicators
The development
of new standards
The relatively
low ranking and status of government communicators is in part responsible
for the relatively poor quality of work in the current system.
The effectiveness
of the proposed system will depend, in large measure, on the criteria
set for personnel and the quality of training offered to them. The
principle, as has been stated, is for a stream of highly professional
communicators. This means that new criteria must be developed against
which both performance and training can be measured.
Skills
and Personnel Audit
Recommendation
54
It is proposed
that an audit and evaluation of existing skills be conducted in
order to identify problems and build capacity. This should be
combined with overall restructuring and allocation of resources
for training and development throughout government.
Professional
Accreditation
It is recommended
that a set of professional employment criteria be developed for
the new stream of professional communicators. The criteria will
be tailored to the position in question, but will be based on experience
in the communications field, training and completion of a qualifying
course where necessary. People applying for senior posts will be
required to demonstrate an understanding of the policy objectives
of the government and to have some familiarity with political processes.
Recommendation
55
A set of professional
employment criteria be developed. These criteria will have the
status of policy.
Employment
Strategy
The position
of head of communications will be created in each structure. It
is noted that, in some structures, this position already exists.
Where it does,
a professional assessment according to accreditation procedures
developed by the Communications 2000 is recommended, followed by
training if necessary.
This, however,
will be viewed as capacity building over a period. Should existing
personnel not meet the required standards, they will be given an
opportunity to develop their skills and capacity.
- The head
of the GCIS should be a senior pubic servant able to relate to
heads of departments and other senior officials at a level of
equality.
- The rank
of other heads of communications will be decided on the basis
of their responsibility according to the new criteria. It should,
however, reflect the fact that this is a key role.
- Top communication
appointments may be made on a contract basis
- Appointments
will take place within the relevant structure (for example, by
the minister) and will be governed by established criteria.
- Other appointments
will be made by the structure in question (assisted by the head
of communications in that structure) according to established
criteria.
It is therefore
proposed that:
Recommendation
56
The appointment
of head of communications should be made according to the established
criteria, and training pursued where necessary.
Recommendation
57
The rank of
the head of communications shall be of a sufficiently senior status
to reflect the key nature of the communications function. The
appointment may be made by contract.
At a provincial
and local level, communications staff will be employed according
to the new professional criteria. Provincial and local structures
will also have access to training and support.
Standardised
Training Course
Communications
2000 will work with the communications sectors to develop a qualifying
course which shall contain the appropriate areas of expertise, with
special emphasis on the following:
- Media Liaison:
an understanding of how Television, radio and newspapers work
and how to prepare information for and liaise with media.
- Marketing:
an understanding of marketing and advertising, including the briefing
process;
- Public Relations;
- Research:
an understanding of research and how and when to commission it;
- Policy Education:
a broad understanding of governance.
- Information
Technology: the ability to use and access Internet and other communication
networks
- Familiarity
with the techniques for effective communication on TV and radio
- Any other
area identified in the Communications 2000 development of training
criteria.
The development
of improved capacity and effective affirmative action across the
board in the communication profession requires that new partnerships
be established between the various role players. There is great
potential for the government to initiate this process and involve
the relevant schools of communication in the universities and technikons,
specialised bodies such as the IBA, the SABC and the private sector.
Both PRISA and AAA, and a number of newspapers which are already
funding training, have indicated their willingness to join a collaborative
effort with government. In this way, government resources could
be matched with the private sector, and programmes developed which
assist the government and non-government sectors. If this is to
happen, the funding stakeholders should be involved in the development
and governance of such schemes, and special joint-funding arrangements
established, although the process should be activated through, and
ultimately owned by, government.
Recommendation
58
It is proposed
that the CSA manage a National Training Pro-gramme with the participation
of stakeholders and experts to make recommendations on joint funding
of activities
<Index>
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<Executive
Summary> <Mandate> <Chapters:
One - Two -
Three - Four
- Five - Six
- Seven - Eight>
<Recommendations: Structures - Functions
& Responsibilities
- Personnel
& Training
- Improving SA's image in the world
- Information development - Access
to information
- Media environment> <Timetable
for implementation> <Submissions,
presentations, meetings> <Annexures>
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